MullenLowe launches Water-Smart Getaways campaign for MINI

To highlight the adventurous spirit of the MINI Countryman, MullenLowe South Africa has launched Water-Smart Getaways – guilt-free water adventures you’ve been dreaming of, an initiative aimed at helping Capetonians save water in the city while enjoying the water indulgences they’ve been deprived of, like having a bath, doing laundry, or taking their car for a wash. Local online travel magazine Getaway has been used as a key media partner to launch the campaign.

To date, the MINI Countryman is the best-selling model within the MINI SA product range. Its four-wheel drive and ruggedly handsome design make it the perfect vehicle to escape the city and go on an adventure. That’s exactly what MINI Water-Smart Getaways encourage.

Capetonians are tired of hearing about the on-going drought situation and Water-Smart Getaways provide a cheerful solution to an otherwise serious topic. Getaways are situated in ‘water-safe zones,’ just outside of Cape Town and are specially packaged for individuals’ preferences.

“We wanted to offer people a solution that left them with a smile. It sounds like a simple idea, but people don’t think about leaving the city often enough and exploring its surrounds,” says Kirk Gainsford, Chief Creative Officer at MullenLowe South Africa.

Some of the Getaways to choose from are: 10 Magnificent Hair-Washing Getaways, 7 Glorious Car-Washing Getaways, 12 Guilt-Free Laundry Load Getaways and 10 Heavenly Bath-Soaking Getaways. The MINI Countryman is the perfect motorcar for enjoying these guilt-free water adventures.

The online campaign includes web banners and social posts that direct traffic to the Getaway website where the Water-Smart Getaways are featured. From there, visitors can choose their ideal escape. Making a splash, the campaign got off to an incredible start with over 300,000 impressions on the Getaway site alone within the first few days of going live.

Each getaway offers an estimation of how many litres each water-related activity is saving the city. To put things into perspective, a Water-Smart Getaway weekend for two is estimated to save the city around 770 litres of water, multiply that by a couple hundred people and it’s literally saving the city bucket loads of water.

“MINI is always inspired by modern living and its challenges and the Getaway collaboration is something we’re proud to launch and offer Capetonians. MINI is excited about this campaign and we’re looking forward to the outcome. There’s always a good reason for a getaway,” comments Lerato Mohapi, Brand Manager at MINI South Africa.